find out how your consumers feel about sweeteners and why they do

The Sweetener360 is a custom research study commissioned by the Corn Refiners Association and was completed in part by Nielsen and Mintel Consulting. The study brings together the results of online surveys completed by more than 11,500 primary shoppers of Nielsen’s Homescan Panel and hundreds of hours of in-home video journals. In addition, actual purchases from the Nielsen Homescan panelists were tracked from May 2012 through May 2013.

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ANSWERING MARKETERS’ TOP QUESTIONS

To what degree are consumers concerned with sweeteners?

If not sweeteners, what are consumers concerned with?

What are the defining characteristics of consumers I should care about?

How much of my business do these consumers account for?

AttitudesBehaviorsValues

Bread Carbonated Soft Drinks

Ketchup FlavoredStill Water

CerealBars

SnackCrackers

CookiesCold Cereal

Fruit Drinks

Flavored Milk

Jams & Jellies

Sports Drinks

Spaghetti Sauce

Yogurt Salad Dressing

MEET THE SIX SEGMENTS

KEY TAKEAWAY

SWEETENER360 STUDY IDENTIFIES SIX CONSUMER SEGMENTS THAT ACCOUNT FOR $54.8 BILLION IN TOTAL SALES IN 15 HIGH-VOLUME FOOD AND BEVERAGE CATEGORIES.

Consumer segments buy sweetened F&B products proportionately to their makeup of the general population. In fact, spending does not differ greatly across different lifestyles and sweetener types.

In his own words

THE WAY I EAT TODAY IS NOT VERY HEALTHY, BUT IT MAKES ME HAPPY.

AS LONG AS IT TASTES GOOD, [MY FAMILY WILL] EAT IT.

“”Top F&B influences:

Claims to avoid:

Contribution to sweetened product sales:*

Good taste

71%Affordable

56%Value

52%

7%HFCS

12%No/low calorie

10%

32% 29% 29%Salt/sodium Fast food Soda

* percentage of contribution to formulated products’ total sales

Level of concern with sweeteners

9%US HH

WALTER:NO HEALTH WORRIES

In her own words

I BECAME VERY CONCERNED ABOUT [MY HEALTH ISSUES]. I’VE REALLY TRIED TO

CHANGE MY DIET AND EAT HEALTHIER. I THINK ARTIFICIAL SWEETENERS

ARE BETTER THAN SUGAR. “

”Top F&B influences:

Claims to avoid:


Affordable

41%Value

36%

15%SugarHFCS

13%No/low calorie

20%

60%Fast food



In her own words

I WANT TO KNOW WHAT’S GOING INTO MY BODY. I DON’T WANT TO BUY ANY-

THING ARTIFICIAL OR PROCESSED. I TRY TO FIND A GOOD BALANCE BETWEEN [PRODUCTS] BEING HEALTHY AND REASONABLY PRICED.


Claims to avoid:


Affordable

44%Value

41%

16%SugarHFCS

12%No/low calorie

11%

56%HFCS Fast food Fried food


In her own words

IN COMPARISON TO AMERICA IN GENERAL, [MY FAMILY] ARE VERY HEALTHY EATERS. I SCOUR THE INTERNET FOR WAYS TO EAT

HEALTHIER. COST DOESN’T MATTER. IF IT’S HEALTHY, WE HAVE TO BUY IT.


Claims to avoid:


Not overly processed

70%Good taste

65%

19%SugarHFCS

14%No/low calorie

13%

74%Fast food



JOAN:

DIABETICS & DIETERSSTACEY:

ALL NATURAL

JULIA:

HEALTHY BALANCE SEEKERS

17%US HH

15%US HH

16%US HH

In her own words

I’M NOT WORRIED ABOUT HFCS. SUGAR IS SUGAR. I DON’T LIKE MY KIDS

FEELING DEPRIVED. RIGHT NOW, IT’S ABOUT HOW FAR [MY FAMILY] CAN GO ON A LIMITED AMOUNT OF MONEY.


Claims to avoid:


Affordable

49%Value

46%

No/low calorie

10%

55%Fast food



18%US HH

TERESA:

MAKING ENDS MEET

Good taste

56%

Fried food56% 55%

Sugar

In her own words

I DON’T NECESSARILY WANT TO EAT HEALTHY, BECAUSE I LIKE FOOD. WHEN

YOU’RE NOT HOME AT NIGHT AND RUNNING KIDS TO ACTIVITIES, IT’S HARD AND MORE

EXPENSIVE TO EAT HEALTHY. “

”Top F&B influences:

Claims to avoid:


Affordable

45%Good taste

56%Value

40%

13%SugarHFCS

17%No/low calorie

14%

39%Salt/sodium

43%Fast food Fried food



SANDRA:

BUSY LIFE, TASTE OVER HEALTH

13%US HH

39%

76%Sugar Fried food

60%

Good taste

44%Good taste

46%

55%85%

Healthy

73%

74%Fried food

80%HFCS


19%No/low calorie

20%HFCS

18%Sugar Sugar

find out how your consumers feel about sweeteners and why they do

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